Winnipeg Jets playoff run generates 'invaluable' free publicity for city

The success of the Winnipeg Jets in the NHL playoffs so far this season has done more than lift the spirits of hockey fans — it has given the city a wealth of free exposure.

The televised hockey games — and the accompanying whiteout street parties — have put a spotlight on the city and its downtown. 

It's too soon to know the full economic impact of the games and parties, which draw an estimated 22,000 people to the events, a spokesperson for True North Sports and Entertainment said in an email statement.

"The broader exposure of the Whiteout, for the sport, the Jets and our city, is invaluable," spokesperson Krista Sinaisky wrote. 

Economic Development Winnipeg has contributed up to $90,000 to the parties through the City of Winnipeg's special event tourism fund. 

It also partnered with 10 social media content creators from across Canada and the U.S. to come to Winnipeg and promote the games. That content generated 58 million views, worth about $2 million worth of "earned media," said Natalie Thiesen, vice-president of tourism.

"That ability to position our city in a different way and having more eyeballs on Winnipeg, allows us to do our jobs and extend our reach in a way that our budget doesn't allow," she said.

Paying to promote the city on a television program with the level of viewership of an NHL game doesn't come cheap, said Martin Fisher, CEO of Show and Tell Agency, a Winnipeg-based advertising firm.

"You probably would end up having to spend about $1.5 million, $2 million to get the number of eyeballs that would have seen that on a … North American basis … You're into Super Bowl kind of money," said Fisher.

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The whiteout parties began in 2018. An analysis from Economic Development Winnipeg found the event saw 120,500 people attended the parties over the course of the six weeks the Jets were in the playoffs that year. That did not include the 15,000 people watching the game inside the arena or at downtown bars, restaurants and other places.

In terms of "earned media" — essentially third-party publicity without direct payment — Economic Development Winnipeg calculated the value at roughly $2.2 million, including nearly 400 separate news articles with a reach of over 233 million views. 

The total cost of the party in 2018 was $2,167,000, including $1,084,000 from True North Sports and Entertainment, $120,000 from Economic Development Winnipeg and $962,000 from the City of Winnipeg, not including $153,000 it received from True North to cover extra policing and transit costs.

Felicia Wiltshire, communications director for the City of Winnipeg, said in an email the city may also provide additional "in-kind" services, and is heavily involved in planning and execution of the events including any necessary road closures, city beautification and other work.